Neuroscience findings confirm our understanding of how advertising works
Wednesday, July 28th, 2010When different researchers using different techniques arrive at the same conclusion, the authority of that conclusion is enhanced. So I am pleased to see that that some new neuroscience research has reached the same conclusions that Millward Brown arrived at decades ago through traditional consumer research.
The new research, funded by the U.K.’s Thinkbox and reported in Marketing Week, offers a fascinating parallel to learning gleaned over the years from Millward Brown tracking and pretesting. Here is just one of the findings from the Thinkbox research and how it fits with Millward Brown’s learning.



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